No one cares about our communications

It isn’t that people are mean or cruel. They’re just busy.

They’ve got a million and one things to do and whatever we want them to do, however we want them to change, comes a distant last.

What’s the answer? We’ve got to give people something in return for their attention and time. (We can try and bribe them with a discount but that undermines our pricing strategy. We can cajole them but they’ll just get annoyed. We can hustle them but they’ll feel cheated.)

It’s a transaction. For people to give us their attention and time - both supremely valuable commodities -  we need to give them a gift that’s worth more than money.

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